Man goes to extremes to scratch more tickets in new spot for New York Lottery

When Beth ventured out to go shopping, little did she know her husband Gary would embark on a DIY scavenger hunt at home, fashioning his own extraordinary steampunk-style suit. The mission: to give himself more hands, so he can scratch multiple Xtreme Multiplier Series of Scratch-Off Games tickets from the New York Lottery at once. “I couldn’t scratch with just two hands, so I multiplied them,” Gary tells Beth in the new spot from McCann New York. Inspired by the thrill of increasing his chances of winning, Gary puts together a hardware piece that attaches to his body, resembling Doc Ock-style tentacles straight out of a superhero movie. The main protagonist’s harness is cleverly assembled with a blow-dryer, desk lamp and makeshift arm handcrafted from wood scraps. The creation symbolizes the heightened excitement and boosted winning odds associated with the new wave of lottery tickets, each with the power to multiply winnings up to 100 times. “There are so many new Xtreme Multiplier tickets and chances to multiply your winnings, you might wish you had more hands to scratch them all,” said Shayne Millington, chief creative officer at McCann. “Because when it comes to multiplying your fun, we don’t just stop at the tickets—we go all in. Or should we say, all ‘hand’ in.” After explaining to Beth the benefits of his invention, including the possibility of a top prize of $5 million, Gary unveils his specially designed feature—a small hand attached to a long tweed arm meant to take care of more detailed work. “Don’t make the tiny hand angry,” says Gary to his wife, ready to win at all costs. Vedran Rupic served as the commercial’s director, and Legacy Effects was in charge of puppeteering Gary’s suit. The campaign follows McCann’s recent projects for the New York Lottery, such as “Giving Is in the Air,” HGTV’s “My Lottery Dream Home” and “Picture a Win.” The campaign will run on TV, OLV, digital video, out-of-home, radio and print across New York State with partners such as Univision, Time Out, Spotify, Pandora and Hulu. Viewers can catch the ad on Facebook, Instagram and Snapchat as well.

Man goes to extremes to scratch more tickets in new spot for New York Lottery

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